Company: High-end shoes for
women and men that boast classic style and handcrafted comfort

Sales: $15 million projected
for 2003

Woe My Feet! "I was a
resident at USC School of Medicine, on my feet up to 14 hours a
day. I had a hard time finding shoes attractive enough to go with
my wardrobe, but also comfortable enough to meet my functional
needs. Also, I saw a lot of women who needed foot surgery because
of tight footwear. I thought, 'I should see if there is
something out in the market.'"

"My philosophy
on beauty is women shouldn't have to think about their feet.
They should be thinking on their feet."

Say Again, Doc? "My
family was opposed [to my starting a business]. They're a
traditional Asian family. They thought I was giving up prestige and
a good income to take on a lot of risk. For me, that was exciting.
That was how I wanted to live-to have a vision, build on that
vision and be proud."

More Talk, Less Ads: "I
find editorial is more important than advertising because we want
to educate so people understand what we're all about, and you
can't do that with an ad."

Sole Searcher: "I
targeted a niche, the luxury market, with comfort as a philosophy.
My customers are like myself-independent [people] who are in
control of their lives. They're not victims anywhere, and
they're not going to be fashion victims."